Malaysian millennials and Gen Z: Half to be AR users by 2025 | WARC | The Feed

Malaysian millennials and Gen Z: Half to be AR users by 2025

About three million young adults in Malaysia are using augmented reality (AR) weekly or daily, and a report by Deloitte Digital and Snap Inc expects this number to jump 187% to 8.6 million in 2025, or half of the Gen Z and millennials population in the country.

Why it matters

AR is pivoting from toy to tool as consumers shift from using the technology to try out hairstyles or send friends playful videos, to treating it as a meaningful engagement tool to make their entertainment experiences more enjoyable. This expansion of AR usage is having a major impact on brands and how purchasing decisions are made, with branded AR experiences 55% more likely to be considered by consumers.

Four findings

• Nine in ten Malaysians expect AR to be even more important in their lives in the next five years, using it to stay connected with loved ones, learn new things and raise productivity.
• 64% of Malaysian consumers on Snapchat already use AR at home for functions like communication (98%), media and entertainment (81%), gaming (79%), and shopping (67%).
• AR is used the most by consumers to stay connected with their friends and families, with 88% saying AR is used to frequently communicate creatively with one another.
• 73% of consumers make media consumption more enjoyable through the use of AR by improvising video content to stand out and by elevating gameplay experience with interactive features.

Sourced from Deloitte Digital, Snap